Busisiwe “Mabusana” Shibambo

Assignment No 3: Writing an abridged research proposal

Media Research

Blog Entry No 6

Unique No: 737502

 

1.    Introduction

Social media have grabbed the interest of teenagers in today’s world and have become a common destination for almost everyone around the world. People create profiles on the social media in order to share their personal relationships, pictures, progress of their lives and many other issues. Teenagers enjoy the attention they receive on social media and most of them can’t live without their smart phones that give them access to social media sites.

2.    Title of the research: Effects of social media on teenager’s lifestyle

 

3.    Problem statement

According to Wagner, C et al (2012) explanations research problem means that before the researcher start with the research you need to identify your research topic or research problem you are interested in and want to investigate. Finding a suitable topic is very crucial at this stage as it will lead to the whole process of research projects

• Research topic: Effects of social media on teenager’s lifestyle

3.1.        Research question: Do social media have negative or positive effects on teenager’s lifestyle?  

 

3.2.        Is there something wrong in the society?

Social media has become huge part of people’s lives. Most people’s lives actually revolve around the use of social media. There are different types of social media and all have different influences on the lives of teenagers. For the purpose of this study the researcher will focus on the following social media: Facebook, WhatsApp, You-Tube and Twitter. Teenagers are hooked on this social media and they basically live their lives based on what they see and read on social media.

Lately we have seen high number of statistics indicating that most teenagers either tried to commit suicide or have committed suicide due to what they have read about themselves or due to peer pressure on social media.

Social media does not only negatively affect the lives of young people but also positive influence their lifestyle. Östman, J (2012) points out that teenager’s social contexts, along with their desires to maintain relationships express themselves to diverse audiences, and discover new information and ideas, profoundly shape their social media engagement.  However this also pose a high risks as in most cases they don’t know the people they communicate with on social media.

Teenagers are kidnapped by people in the of their cycle of Facebook friends. The problem with some of the social media is that there are many imposters who are preying on vulnerable teenagers. People hijack other people’s Facebook in order to do their dirty business online. The society, parents, teachers, politicians and everyone in the community has the responsibility to caution the children about the social media teenagers are engaged in.

Parents need to be inquisitive on what their children get up to on the mentioned social media.Teens are naïve and fall for anything they see or read on social media and they easily get depressed. They follow on celebrities and believed what they do to be cool and most of those celebrities are on drugs so they can cope with the limelight.

3.3.        Evaluation of the problem

The use of social media by teenagers distracts them from reality and from their academic life. They are so dependent on social media that they spend less time with their families. Their lives are entirely based on social media. Teenagers no longer show respect to their parents as they learn bad habits through social media. They find social media to be cool and believe that this is how life should be lived.

3.4.        Background

Today, lives are influenced by the new technology that has infiltrated the whole world. It is a fact that we cannot avoid the use of social media regardless of age. Social media is one of the important and most effective way of communication. The introduction of social media has cut down on the geographical barriers, people are now able to share and communicate with each other regardless of the distance. Social media has good and bad effects on teenager’s lives and lifestyle. On the positive site teens can have group discussions via the social media such as WhatsApp.

On the negative site social media such as Facebook, you tube can be positive and dangerously negative. People create false profile and befriend teenagers and even adult and most fall into a trap where they are exploited. Kids are exposed to sites that contain pornography, drug abuse and violent images that badly affect the behaviour of young lives.

3.5.        Reasons for the problem to be considered important to the society

 

§  Social media can be considered a serious problem. Our kids are the future of our country hence if they are exposed to the life of social media and are detached to real issues of lives then it is a serious challenge.

§  Our country face with cases of suicided by young people because of social media peer pressure

§  Heavy use of social media on teens is addictive which distract them from focusing on real issues such as school work and other chaos.

ü  An example of overuse of media is that young people tend to envy the lives of individuals who post their successful lives on social media, the challenge is that they start to follow everything about such people to an extend that it negatively affects their wellbeing some fall into depression and anxiety.

ü  Another example is that kids like imitating the behaviour of their idols, mostly they will experience the lifestyle of such people more special on drug abuse because they want to feel what their idols feel ( in their language they want to be cool).

 

3.6.        Purpose

The purpose of study is to analyse and evaluate the effects social media it has on the lifestyle of teenagers.

Ø  Goals

• To create social support groups in the communities for teenagers
• To promote and restore the culture of reading booking amongst teenagers to reduce high use of social media

Ø  Significance

My focus is to analyse the effects of social media on teenager’s lifestyle, whether it positively or negatively affects them. Most teenagers are addicted to the use of social media and neglect the real things in life such as spending time with their families, hanging out at the movies with friend and just playing as children use to.

The study is important to the society, and if the study is not conducted our country might not have a good future in the next coming generation.

 

SOURCES CONSULTED

Wagner, C, Kawulich, B & Garner, M .2012.Doing Social Research:  a Global Context. 1^st Edition. Berkshire: McGraw Hill Higher Education.

Research methodology. [Sa]. [O]. Available

http://research-methodology.net/research-methodology/research-types/

Accessed on 2017/09/25

Journal of King Saud University computer and information sciences. 2016. [Sa]. [O]. Available

http://www.sciencedirect.co/science/article/pii/S131957816300787

Accessed on 2017/10/15

Busisiwe “Mabusana” Shibambo

Media Research Blog
Public service broadcasting now and in the future-audience attitudes
Unique No: 857075
Entry Blog No 5

 

1.    INTRODUCTION

Lloyd, L et al (2010) defines Public broadcasting service (PSB) as a broadcaster that serves the public as a whole and is accountable to the public as a whole. However in most instances what is referred to as a public broadcaster is in fact a state broadcaster for example South African Broadcasting Corporation is controlled by the state. The PSB is expected to be a public broadcaster that will be accountable to the audience and not entirely to government. PSB is normally funded by the state and the audience pays licence fee to keep it running, however the state the advantage that since it pays large portion of amount it therefore has some powers over PSB.

 

2.    REASONS FOR STUDYING AUDIENCE ATTITUDE TOWARDS PUBLIC BROADCASTING SERVICES

Lloyd, L et al (2010) reports that the Declaration of Principles on Freedom of Expression in Africa adopted by the African Union’s Commission on Human and Peoples Rights in 2002, proclaim that the state monopoly over broadcasting is not compatible with the right to “freedom of expression”. Demands that “state and government have control on broadcasters should be transformed into public service broadcasters that will be accountable to the public”. The recent saga on the announcement to ban visuals and reporting of local protest and destruction of public property by former Chief Operation Officer Mr Motsoeneng Hlaudi clearly shows that public broadcaster is under the control of the state and the is no consideration on public opinion. This has shown lack of freedom of expression by the reporters or journalist. The public broadcaster needs to comply with their own mandate and constitution of broadcasting act which amongst others is to inform, educate and entertain its audience by giving factual information.

 

3.    THE FUTURE OF AUDIENCE ATTITUDE IN BROADCASTING

The title has been clearly stated as public service broadcasting now and in the future. The purpose of the research project was informed by the British Broadcasting Corporation (BBC) to investigate the audience attitudes towards public service broadcasting (PSB) and plurality. It is a second review on audience attitudes towards PSB that seeks to respond to Ofcom’s submission to help inform BBC. The study probed how important audiences felt about ITV1, Channel 4 and 5 to continue to be required to deliver public service programming in the future and whether given the likely costs involved, they should receive investment of public funding to support this. Though there was much less backing both in the deliberative and quantitative work for the notion that public money should be used to support the future public service commitment of these broadcasters.

Lloyd, L et al (2010) report that over the past few years the South African Broadcasting Corporation has been experiencing a number of crises due to various causes and explored more fully in this report. These developments have served to open up the debate on the public broadcaster generally and created the chance for a thorough review of the entire public broadcasting legislation as well as the organisational structures of the SABC. Civil society organisations, in particular the broad-based Save Our SABC (SOS) Coalition have taken up the challenge and started developing concrete policy papers for broadcasting reform from 2008.

12.1. The research problem on audience attitude towards PBS

The human capital media strategy and research (2008) states that research problem constitute of audience attitude towards PSB and plurality. The research investigated the attitudes towards the aims and characteristics of public service programming and the views on the different programming genres.

 

12.2. The research question  

According to human capital media and strategy research (2008) it states that the objective of the survey is to assess whether and to what extent the various forms of broadcasting on our continent can do in order to create free public space with special attention given to the services which call themselves public. The research is the second review on the attitude of audience towards public broadcasting services.  Human Capital media strategy and research (2008) states that the audiences show continuing strong support for the aims and characteristics of public service broadcasting. The audience rely more on PSB than ITV, channel 4 and 5 as the services serve their needs more, it covers local content and in the medium language hence support continues to be strong. Most participants in deliberative workshops thought that PSB is needed as much as ever to provide continuing quality content.

 

12.3. The research approach and data collection  

The research comprised of six deliberative workshops consisting of a number of 126 participants and a quantitative survey of 4,577 respondents. All quantitative fieldwork was carried out by Ipsos MORI, based on questionnaires. The deliberative workshops ran for four hours per session. Six workshops were conducted, each comprising 20-22 participants, with the sample across all six workshops totalling 126. The workshops took place in Carmarthen, Coventry, Edinburgh, London, Manchester and Tiverton over January and February 2008.

Participants were recruited with the aim of achieving, across the whole sample and as far as possible within each workshop, representation on the following key dimensions: age, gender, socio-economic grade amount of TV watched, TV platform, internet access, ethnicity and attitude towards the BBC. The quantitative study comprised of face-to-face and an online questionnaire survey, both using the same questions, conducted over the period 2-28 May 2008. The data from the two methods was merged to form a dataset comprising 4,577 16+ adults from across the UK, with 2,068 face-to-face and 2,509 online respondents.

 

12.4. The design of research and sampling issues

The research design used for this research is in two phases. The first phase is qualitative research in a form of deliberative workshops. The second phase is survey research design in a form of quantitative research. The first phase explored in- depth attitudes held on a broad range of issues relating to public service broadcasting and plurality. It also seeks to understand the reasons underpinning the stated views. The second phase took forward the key issues with a view to generate statistically robust findings from a large-scale and quantitative survey of a nationally representative sample.

The research provides logical explanation of the whole research which is to perceive the importance of public service broadcasting and the perceived performance of broadcasters in delivering on its mandate. The research demonstrate coherence of design in using survey research approach as it seeks to investigate the attitude of audience towards public broadcasting compared to ITV1, channel 4 and five that is related to its aims.

The sampling method was consistent with six workshops conducted, each comprising of 20-22 participants, with the sample across all six workshops totalling 126. The workshop was spread across the following cities, Carmarthen, Coventry, Edinburgh, London, Manchester and Tiverton. Yet in quantitative survey a number of 4,577 responded to questionnaire that was carried out through the use of Ipsos MORI. Participants were recruited with the aim of achieving, across the whole sample and as far as possible within each workshop, representation on the following key dimensions were considered age, gender, socio-economic grade amount of TV watched, TV platform, internet access, ethnicity and attitude towards the BBC.

The data collection from the two methods was merged to form a dataset comprising 4,577 16+ adults from across the UK, with 2,068 face-to-face and 2,509 online respondents. All quantitative fieldwork was carried out by Ipsos MORI, based on a questionnaire. The methods used were suitable in order to gain in-depth information about the participant’s attitude in the role that broadcasting play in their lives.

4.    ANALYSIS

The analysis was concrete each participant completed a questionnaire in stages over the course of the workshop. Completion of the questionnaire was interspersed with discussion of the relevant themes. Initially, participants filled in two sections on personal information and broad media consumption and ownership.

Human capital (2008) asserts that the quantitative study comprised of face-to-face and an online questionnaire survey, both using the same questions conducted over the period of one month. The data from the two methods was merged to form a dataset comprising 4,577 16+ adults from across the UK with 2,068 who had completed the survey face-to-face and 2,509 who answered it online. The quantitative fieldwork was carried out by Ipsos MORI, based on a questionnaire. However where quantitative data was not available data was collected in the deliberative workshops that has been included the deliberative research. This has been used primarily to shed light on why people hold certain views. Human capital (2008) illustrate that due to relatively small deliberative sample size, data from the deliberative workshops has been shown in banded frequency charts that show the number of participants scoring within each band rather than percentages.

In an analysis of the quantitative survey data, the main observations in relation to demographic subgroups included those with internet and broadband access generally placed greater importance on the aims than those without. The research instrument is well structured and attached, there are questionnaires used for both open ended and closed questions to allow participants to provide enough information and those who don’t have enough time answer on the closed ended questionnaire.

The results does explain the theoretical framework, this was not the first time research it is based on the initial research that was conducted by human resource to respond to Ofcom second review on the attitude of audience towards BPS. The research question was clearly outline in order to assess whether and to what extent the various forms of broadcasting on our continent can do in order to create free public space with special attention given to the services which call themselves public. This research is very significant to media studies as it study the media institution and preference of media audience on what the public broadcasting services provides.

Lloyd, L et al (2009) state that the number of countries is currently undertaking public broadcast media reforms that aim to improve service delivery and accountability to citizens. Such reforms are draw from evolving African and global standards regarding media and broadcast media in particular. The survey instrument that was developed in consultation with African media experts and others from other parts of the world is largely based on agreements, conventions, charters and declarations regarding media that have been developed at regional and continental levels in Africa.

 

5.    CONCLUSION:

Lloyd, L et al reports that the role of a public broadcaster as a vehicle through which objective information and diverse perspectives are transmitted into the public domain cannot be overstated. Yet number of countries is currently undertaking public broadcast media reforms that aim to improve service delivery and accountability to citizens. Hence it is recommended that due to the new media coming into the space it is crucial to continuously investigate on the attitude of audience now and the future towards public broadcasting services and the internet, you-tube and so forth.

 

 

 

LIST OF SOURCE CONSULTED

Human Capital. 2008. Public service broadcasting now and in the future — audience attitudes. A report plus research appendix by Human Capital. [O]. available http://downloads.bbc.co.uk/aboutthebbc/insidethebbc/howwework/reports/pdf/now_ future.pdf

Accessed 2017/07/20

Lloyd, L, Duncan, J, Minnie, J, & Bussiek, H. 2010. Public broadcasting in Africa. A survey. South Africa country report. [O]. available

http://www.mediamonitoringafrica.org/images/uploads/Annexure_D Afrimap Research.pdf

Accessed 2017/07/24

 

Busisiwe “Mabusana” Shibambo

Media Research Blog

Studying media institutions versus studying media audience

Unique No: 857075

Entry Blog No 4

 

1.    INTRODUCTION

This blog post will focus on the techniques used in studying media institutions and media audience. Furthermore the blog elaborate on the different foci and purpose of the techniques for studying media institutions as opposed to studying media audience. Wagner, C (2012:100) identifies that the method one chooses to collect data is directly dependent on the type of information one wants to gather.

 

2.    THE RESEARCH TECHNIQUES THAT CAN BE EMPLOYED WHEN STUDYING MEDIA INSTITUTIONS AND MEDIA AUDIENCE  

 

Studying media institution and media audience often require different methods, however methods are unique according to a particular study. Media institution and media audience are different yet their need each other for their existence. The other is a source institution maybe considered a source and audience will be referred as the receiver, therefore the two will be investigated differently.

In studying media audience I will use qualitative research method because I want to study human behaviour. Qualitative research is designed to reveal the target audience range of behaviour and the perception that drives it with reference to a specific topic. Furthermore qualitative research method is interpretative and its aim is to provide in- depth understanding by use of words, feelings and perception rather than numbers (Wagner, C et al 2012:100). Investigation requires experiments, interviews, focus groups and questionnaires with open ended questions. Studying people requires intensive interviews to get detailed information such as why people prefer to watch a specific program, why do they prefer to read a specific magazine, newspaper and so forth.

The study of media institution will require quantitative method as it will be relevant. Institutions are in a business of making money hence it is important for the institutions to know the numbers whether their product is well received and consumed by the consumers. Mytton, G (2007:13) states that in order to answer the question of “How do we know how many listeners or viewers does SABC has for any of its programmes or services” requires quantitative or survey methods.

 

This method is mostly used to gather data from large groups of people in a relatively short space of time. In this case finding out how many people listens and view SABC can be a doting task however through the use of survey it can be achievable. There are various types of research that can be applied to gather data such as questionnaires, interviews in a face to face environment or setup or in a form of telephone interview or online via the email.

 

strokes (2007) reports that survey method is used mainly to research modern media use, however the same methods can be used as a means of researching the past use of media and culture within oral history. After all, we are still talking about researching people, and some of the same ground rules apply whether the people we are investigating are producers or consumers.

Strokes (2007) contends that methods of interview and survey, for example can both be used effectively to research media production or consumption. Thus although the interview for example, is perfectly legitimate method of interviewing both producers and viewers, the exact way to go about interviewing each different group may well differ. We use different methods for studying producers and consumers because they constitute different analytical objects and they have distinct relationships with the media. Asking what producers think of a particular television programme, for example, will elicit different kinds of answers than asking viewers.

Producers creates the product they don’t consume and therefore their response will completely vary from that of an individual who actual watch the program. The thinking of the two is affected by different view. The producer had an idea but he cannot be objective enough about his own product than the person who will be watching it as a final product.

3.    STUDYING MEDIA INSTITUTIONS VERSUS STUDYING MEDIA AUDIENCES.

Studying media institution varies to studying media audience because the two play different roles though they both depend on each other for their existence. Media institutions are the producers and distributors of artefacts and information. Media audience are the receivers of the artefacts and information and entertainment.  Without the audience the media institution won’t survive and the audience will also have poor communication when it came to information sharing and being informed.

 

 

4.    CONCLUSION

It very important to understand the techniques you have to employ when studying a particular topic because that informs the end results of the research. The comparison between media institution and media audience differ in many ways yet both of them need each other for survival.

 

The institution has to make money while the audience need to be informed about the happenings of the world, others want to be entertained. The media institutions are mostly privately owned and they deal with different business other that focusing of media production.

 

The institution generate more profit through advertisements and popular program therefore the control what should the audience see and what they cannot see or hear. Audience have little or no control on the content that is being provided by the media institution. Hence it is important that when conducting the research on both media institution and media audience the right the techniques should be correctly selected. In most cases government are seen to have influence on media institutions more special on the public broadcasting services which leads to propaganda and denying the audience factual reporting or content.

 

LIST OF SOURCES CONSULTED

Strokes, J. 2003. How to do media and cultural studies research. London: Sage

https://us.sagepub.com/en-us/nam/media-audiences/book233337

Accessed 2017/07/30

Wagner, C, Kawulich, B & Garner, M. 2012. Doing Social Research:  A global context. 1st edition. Berkshire: McGraw Hill Higher Education.

Busisiwe “Mabusana” Shibambo

Media Research Blog

Studying media institutions and media audience

Assignment No2

Blog Entry No 3  
Unique No: 857075

 

1.    INTRODUCTION   

The purpose of this blog is to study media institution and media audience. it is important for a media student to have an in-depth knowledge on the role of media institution and media audience. Through this blog the student will reflect the existence and role of both institution and audience.  

2.    REFLECTION ON THE PURPOSE OF STUDYING MEDIA INSTITUTIONS

Golding, P et al (2000:10) states that media Institutions is an organisation that produces and distributes media material or content. The institutions could be television broadcasters, radio, magazines or press company such as Sunday Times, Sowetan, Mail and guardian etcetera.  Normally the institutions are the key points of information distribution and exhibition. Media institutions have the power to control and determine what appears in the marketplace for example during the prime time news they are likely to play adverts that generate more in come on their site, also the decide on what stories to put on, on the news.

The media institute according to Neo-Marxists and political economists they equally endorse critiques as they serve their own interest which is profit making and not the best interest of the society (Golding P et al 2000). The needs of the audience are not a priority to most institution. Programs are given priority on what they are paying. McQuail (2012:401) asserts that broadcasting made its uncertain appearance in the twentieth century the press and film was already established as profitable businesses.

Golding, P et al (2000:10) concurs that media institution covers commercial functions such as finance, distribution, exhibition and retailing, as well as production however big media organizations tend to try and control production, distribution, exhibition and retailing. This integrated power gives media institution the power to cut one-sided deals with independent makers of film and TV.

 

The audience have no say on what the institution provides for them. The main aim of the institution is profit making hence many companies that deals with media are not only focusing on media production and distribution but they are also involved in other businesses. However the non-profit organisations such as Public Broadcasting Services rely on state for funding and their main aim is to inform, educate and entertain the audience and be accountable to the public.

 

3.    REFLECTION ON THE PURPOSE OF STUDYING MEDIA AUDIENCES

 

Audience is a term that is generally used to refer to a group of people or society that shares a common interest. People can gather in a public space for specific a common reason either to be addressed by leadership, the can gather at a stadium to watch a soccer match, being in the stadium to attend a concert or performance or being in a theatre to watch a movie. All these people are audience and will be identified according to the category of the activities they will be engaging on.

 

According to McQuail (2012:402) he states that audience is extended to people who attentively listen, read and respond to media culture. One person can be watching a television while the other is reading a book.  McQuail (2012:400) claims that the theoretical formulation of the media audience concept stemmed from a wider consideration of the changing nature of social life in modern society.

Audience can be seen as respondents to a particular pattern of media provision and considered as products of social context that share cultural interest and understanding the need for information McQuail (2012:402). Audience engage in different types of media for different reasons, others for entertainment, while other is pass time and other for information.

 

Golding, P et al (2000) acknowledge that radio and television audience have rapidly developed into an important consumer market for hardware and software the ratings indicate that most people listened to the radio more for information and entertainment while those who watch television are limited to be indoors and at one place yet television is also a favourable media tool. In respect to television McQuail reports that the media industry is routinely transform the actual television audience into a piece of commercial information called ratings.  

 

4.    THE STUDY OF MEDIA AUDIENCE

We study media audience in order to move with speed as the media environment is

changing with speed. We need to keep up with the latest technology in order to cater for the

audience in the right manner. Strokes concur that in the twentieth and twenty first century

the media industries were aware of the changes in the world trade and financial market.

Currently information is readily available at finger tips without being verified. This raises

questions in the future of communication and how this will impact the audiences.

In studying media audience strokes 2003:130 asserts that the rapid change in media industry is unprecedented and that this has influenced media research for the past century. Due to these changes in globalisation, institutions are under pressure to move with speed to provide quality media services that will keep the audience loyal to them.

Strokes (2003) notes that audience research puts human experience at the centre of enquiry and that researching audiences for media and culture allows researchers to investigate the social uses of the media (internet, twitter, google and many more). The research must analyse and examine what people enjoy out of the media, what they prefer and not prefer in order to provide the right content for the right audience.

McQuail 2012:404 argues that research can represent the voice of the audience and speak on its behalf. Once you know who your audience are and what they like, it’s easy for the institution to provide relevant content for the relevant audience at the relevant time.

 

McQuail illustrate that history research demonstrate a permanent competition between audience and the media industry seeking to manage audience behaviour and people seeking to satisfy their needs (cited by Eastman 1998).

 

You can be showing a program that has age restriction of 18 years during the day therefore knowing your audience will assist in distributing and exhibiting that right material and the right time. The competition is high between the old media and the new technology hence the competition for the audience is extremely high.

Mytton, G (2000) asserts that audience research is a tool to overcome the lack of feed-back from listeners and viewers. Furthermore research can tell a broadcaster whether people are listening to propaganda or whether it is counterproductive. It can also tell a producer whether the intended audience is not being reached or that they have misunderstood the message.

 

Research provides details to dramatist on how well audiences have grasped sophisticated form of audio-visual expression. The importance of audience research has increasingly been recognized by the electronic media in the industrialized countries.

 

5.    CONCLUSION

Studying both media institution and audience provides clearly understanding on the roles and expectation from the institution and audience. As it has been stated that media institutions are an organisation that produces,  distribute and exhibit media material content to the target audience, the institution also focus more on profit making than the audience’s need. Yet the institution cannot survive without the audience hence its other role is to investigate its audience market for specific programs.

 

Although audience are referred as a group of people gathered together at the same place for a common reason. It is important to note that audience can be identified according different category such as age, ethnic groups, place, and language or on what channels, newspapers do they prefer or read.

 

Yet at the end they are audience with common needs. It can be concluded that both institution and audience need each other. The audience needs to be informed, educated and entertained while the institutions needs to ensure they provide the relevant content to the correct audience at all times.

  

 

 

SOURCES CONSULTED

Golding, P & Murdock, G. 2000. Culture, communications and political economy Mass Media and Society (3rd ed). London: Arnold

McQuail. D 2012. Mass communication theory. 6^th edition. London: Sage.

Mytton, G. 2007. Handbook on radio and television audience research. (web edition) Paris: UNICEF and UNESCO

Strokes, J. 2003. How to do media and cultural studies research. London: Sage

https://us.sagepub.com/en-us/nam/media-audiences/book233337

Accessed 2017/07/30